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Dick’s Sporting Goods’ recent sports marketing push continues with a 20-year
deal for entitlement to the MLS Rapids’ new stadium near Denver. Sources estimate
the deal is worth around $2M a year, making it one of the richest in the domestic
soccer league. One thing to watch: the name of the facility is still unknown,
but with the propensity of sports fans and media to give nicknames to stadiums,
one wonders what creative moniker will be bestowed upon the Rapids’ new home.